Social and Behavioral Sciences Commons^™

Direct-To-Consumer Messaging: A Phenomenological Examination Of Dtc Best Practices, Nicholas Dominick Fancera

USF Tampa Graduate Theses and Dissertations

This study is designed as the building of a foundation in standardizing best practices when designing Direct-to-Consumer messaging. With this being a new and expanding field of marketing and advertising for the high visibility pharmaceutical industry, an establishment of conceptual templature, around which Direct-to-Consumer messaging campaign can be built, offers an opportunity to build a new and vibrant branch on the well-established messaging field. This is particularly important when recognizing the unique needs and requirements of both the pharmaceutical industry and its audience in learning of and about new products.

This study attempted to identify current perception of Direct-to-Consumer practices …